Coach continues to expand its relationship with its target Gen Z customer by becoming the official sponsor of Sunnie Reads, a new Gen Z book club created by Reese Witherspoon’s Hello Sunshine Media.
Coach’s partnership was revealed on Saturday during the inaugural Sunniefest, an immersive festival designed for Gen Z girls to connect, create and empower one another. The event was held in Pegasus Park, a life science innovation hub in Dallas.
At the festival, Coach presented The Book Nook, a cozy space that featured activities such as a book swap and the creation of custom bookmarks made from recycled Coach leather.
Sunniefest featured a robust lineup of appearances from popular Gen Z figures as well as workshops with experts, branded pop-ups and exclusive collaborations, activations and conversations with celebrities, creators and community advocates.
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It also marked the launch of Sunnie Reads, a book club made by and for Gen Z, which encourages members to “explore self-expression,” said Joon Silverstein, chief marketing officer of Coach. It builds on the company’s mission to use the power of storytelling to create community, she added.
“Our long-term partnership with Sunnie, as the official launch partner of Sunnie Reads, is built on shared values,” Silverstein said. “Together we’re focused on Gen Z, a generation of storytellers seeking to author their own narratives, yet often held back by external pressures. This collaboration reflects our aligned goal to platform the next generation of voices and to build on Coach’s purpose to inspire courageous self-expression.”
Maureen Polo, chief executive officer of Hello Sunshine, added: “Our partnership with Coach was love at first sight. We share a deep belief that storytelling goes far beyond the page, it’s about self-expression, imagination, and the communities that form when stories are shared. Together through Sunnie Reads, we’re inspiring a new generation of readers to explore their voices, exchange ideas, and celebrate the joy of connection in a way that feels fresh, creative and profoundly relevant.”
According to a recent Hello Sunshine survey, when Gen Z girls have free time, reading is one of their top five ways to spend it, and 74 percent of Gen Z girls say they regularly read books. Sunnie Reads features curated stacks and bimonthly picks, author spotlights, community polls, book-inspired playlists, mood boards and other initiatives intended to turn reading into a shared experience.
“Gen Z is a generation of storytellers,” Silverstein said. “They see themselves as the main characters.”
She added that the yearlong partnership with Sunnie Reads “ties to Coach’s purpose to empower Gen Z audiences.”
Other brands involved in Sunniefest included E.l.f. Beauty and Victoria’s Secret Pink.
Founded by Witherspoon, Hello Sunshine is a multichannel media company that puts women at the center of every story and helps them chart a path forward. It is part of Candle Media.
